STEVE MCCLELLAN

Articles by Stephen All articles by Stephen
- Smith Bros. Agency Rebrands, Narrows Focus in
MAD on
04/14/2021
A redesigned website proclaims, "we live food," while a new tagline, "Craving Creators," is a nod to the agency's purported ability to stimulate consumer demand.
- Full Steam Ahead: The Shipyard Starts Year Off With New Business Win Streak in
MAD on
04/14/2021
The wins, including California Wines, follow the marketing agency's late 2020 acquisition of creative shop Mering which is teaming with its new parent as joint AOR on some business.
- DDB NA Bolsters Data Practice With Appointment Of Singh in
MAD on
04/13/2021
Jatinder Singh joins from agency parent Omnicom where he was Global Chief Marketing Sciences Officer at the company's Precision Marketing Group.
- PHD Taps Longtime Zenith Veteran To Lead Integrated Investment in
MAD on
04/13/2021
Katie Klein succeeds the legendary Harry Keeshan who is retiring after a 30-year media career including the past 20 years at PHD.
- Barilla Taps Publicis Italy For New Global Campaign Work in
MAD on
04/12/2021
The first campaign under the partnership is a global effort called "Sign Of Love," that will be launched in 40 countries.
- Lacoste Promotes L.12.12 Fragrance In New Campaign From Publicis Luxe in
Out to Launch on
04/12/2021
Creative features youthful urban dwellers -- all wearing the brand's polo shirts -- tossing a bottle of the fragrance to one another.
- Gillespie Named President/Chairman Isobar Public Sector in
People on the Move on
04/07/2021
- Cannes Lions Festival Going All Digital For Second Straight Year in
MAD on
04/07/2021
The awards portion of the event will return (it was cancelled last year) and cover two years of work.
- Empower Named Media AOR For American Standard Parent LIXIL Corp. in
MAD on
04/06/2021
The award follows previous work the agency did for American Standard including the award-winning #Flush2020 social campaign.
- Will Social Media Paywalls Be Common In The Future? in
Social Media Insider on
04/07/2021
A new report from WPP suggests that might be the case. The good news: fake news and trolling may fade into the sunset.
Comments by Stephen All comments by Stephen
- Imagine A Pro Sports Team Called The 'New York Jews'
by
Richard Whitman
(Mediapsssst on
07/13/2020)
Ed, I think the hockey team has a claim on the Capitals name there, although St. Louis had both a baseball Cardinals and a football Cardinals for some time. To your broader point, yeah, there are a lot options for non-offensive names.
- Despite Rumors To The Contrary, Manly Men Drink Rose
by
Richard Whitman
(Mediapsssst on
08/06/2017)
Thanks Nicholas, as editor of this column I should have caught that. Appreciate that you did.
- Brands Failing To Provide Quality Training In Media Skills
by
Steve McClellan
(MAD on
10/28/2016)
It is J.R., although it's usually not referred to as 'educatiing' and frequently it is people below the c suite. But often agencies meet with clients to 'brief' them on this or that issue. Which makes sense given that the former are supposed to be experts in the field.
- Agencies React To Finger-Pointing, 4As Calls ANA Report Anonymous, One-Sided
by
Steve McClellan
(MAD on
06/07/2016)
Thanks for catching that Michael, now fixed.
- Shoe Carnival, 22squared Launch Retailer's Largest Social Media Effort
by
Larissa Faw
(MAD on
02/03/2016)
Thanks Jim, should be fixed now
- Ad Spend Drove 16% ($5.8 Trillion) Of Total U.S. Sales Activity In 2014
by
Steve McClellan
(MAD on
11/16/2015)
Also, there is now a link in the story to the full report.
- Ad Spend Drove 16% ($5.8 Trillion) Of Total U.S. Sales Activity In 2014
by
Steve McClellan
(MAD on
11/16/2015)
Ed, much of it is based on proprietary modeling; but the report has a three-page appendix devoted to Theory and Methodology. Here are a couple of passages:"To quantify the economic impact of advertising expenditures on the US economy, this study: Estimates the total level of advertising spending in the United States and creates a 5-year forecast. Estimates sales, employment, value added and labor income impacts based on econometric models that quantify the relationship between ad spending and resulting sales. Uses input-output methodologies to compute the ripple effect of economic activity that happens as a result of the sales from ad spending. Simultaneously allocates advertising to every state, congressional district and 17 NAICS-based industry aggregates using proprietary macroeconomic, regional and industry models."Some IRS data was used as well: "Using the IRS tax statistics database, IHS was able to collect industry-level advertising expenditure information that was reported on each corporation income tax form. A reformation of the model specification was needed as a result of revised historical data and a change in the source data of the dependent variable. The structure of the economy was much different when the model was first developed and subsequently the regressor data had a different statistical form. Thus, the old model did not provide an optimal fit of the data."
- In A First, Coca-Cola Cans Go Nameless
by
Steve McClellan
(MAD on
07/06/2015)
Nick, you're absolutely right, the cans aren't "label-less" at all. While they don't have the usual big bold Coca-Cola name printed on them, they certainly have a label and I've switched art and added new copy to make the story a little more complete anyway. I'm sure there are still unanswered questions but thank you for pointing out some of the obvious flaws.
- Five Companies Agencies Should Partner With
by
Steve McClellan
(MAD on
03/25/2015)
hmmm, hadn't thought about it in porno terms, but now that you mention it.. Anyway, nice catch Tom, thanks
- Nielsen's Plan To Improve TV Measurement: Progress, Not Perfection
by
Stefanie Morales
(MAD on
02/25/2015)
Nick, MediaPost would be more than happy to offer you the same platform as Stefanie for an equal time post. 800 words give or take, a thousand words max. Think you're off to a good start already with your eloquent comments but you're certainly entitled to the "main stage" for a broader take if you'd like. Send to mcclellan@mediapost.com and thanks for your interest in doing so.

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